Considering that free press on behalf of a client is the overall goal of all PR professionals, it is no wonder that social media is playing a bigger role in the profession with each passing day. It costs nothing to create a Twitter account, for example, and the process takes only a few minutes. PR professionals can monitor conversations about the brand they represent using Twitter and subsequently develop effective marketing campaigns based on such conversations. Social media platforms can also be used to keep old articles and news stories in the press cycle. A print piece will fall out of the public’s eye in a day or two, but a savvy PR representative can continuously redirect the customer base to the piece through well placed Tweets and links. Finally, PR professionals can utilize Twitter simply by using Twitter; exclusivity is a great marketing tool, and developing an advertising initiative or some other interactive relationship that only Twitter users can take part in is a great way to raise customer interest and generate word-of-mouth advertising.
Patrick O'Reilly serves O’Reilly Public Relations in Riverside, California, as the company’s president. Prior to establishing the Riverside firm, Patrick O'Reilly spent two decades leading a division of the largest independently owned public relations (PR) firm in the state.
Considering that free press on behalf of a client is the overall goal of all PR professionals, it is no wonder that social media is playing a bigger role in the profession with each passing day. It costs nothing to create a Twitter account, for example, and the process takes only a few minutes. PR professionals can monitor conversations about the brand they represent using Twitter and subsequently develop effective marketing campaigns based on such conversations. Social media platforms can also be used to keep old articles and news stories in the press cycle. A print piece will fall out of the public’s eye in a day or two, but a savvy PR representative can continuously redirect the customer base to the piece through well placed Tweets and links. Finally, PR professionals can utilize Twitter simply by using Twitter; exclusivity is a great marketing tool, and developing an advertising initiative or some other interactive relationship that only Twitter users can take part in is a great way to raise customer interest and generate word-of-mouth advertising.
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